TÜRKÇE
ENGLISH
Information
| Code | EMG43713 |
| Name | Product and Brand Management |
| Term | 2023-2024 Academic Year |
| Semester | . Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 5 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Yüksek Lisans Dersi |
| Type | Normal |
| Mode of study | Uzaktan Öğretim |
| Catalog Information Coordinator | Doç. Dr. MEHMET ALİ BURAK NAKIBOĞLU |
Course Goal / Objective
The aim of this course is to inform students about theories, processes, systems, and rules of product and brand management and their positions in modern marketing aspects and examine product and brand management practices
Course Content
This couse consists of the subjects of historical development of marketing, modern marketing, classifications of products, new product development, brand and other concepts related to brand
Course Precondition
none
Resources
Marka Yaratmanın 22 Kuralı, Al Ries ve Laura Rie Marka Yönetimi, Murat Selim Selvi Marka ve Marka Stratejileri, Çağatan Taşkın ve Ömer Akat Marketing An Introduction, Gary Armstrong and Philip Kotler Büyük Markalar Büyük Hatalar, Jack Trout
Notes
Strategic Brand Management, Jean Noel Kapferer
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Defines the position of product concept in the historical development of marketing. |
| LO02 | Explains the relationship between marketing management principles and product and brand management. |
| LO03 | Explains the relationship between product and satisfying consumer needs. |
| LO04 | Tells which product strategies can be used in different environmental conditions. |
| LO05 | Explains new product development and product mix decisions. |
| LO06 | Distinguish which brand stragies should be used in different settings and market conditions |
| LO07 | Explains the processes of brand development, announcement to target market and creating brand perception. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Describes the basic functions of marketing and explains their relations with each other. | 4 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines the basic theories and models of marketing management, numerical and statistical methods. | |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Gathers and analyzes marketing information needed by businesses according to scientific research principles. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can evaluate the results of the models applied in marketing management in terms of different sectors. | 5 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Defines marketing problems arising from internal and external environmental conditions and changes. | 4 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can solve basic marketing problems with analytical thinking skills. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Explains all the basic functions of marketing conceptually. | |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Can reach the most appropriate result by using numerical and statistical analysis programs in the solution of marketing problems. | |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Reports the results of marketing researches to be used in managerial decision making processes. | 4 |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Follows and comments on developments in the field of marketing. | 5 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Works effectively as a team member and takes the necessary responsibility within the team. | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Explains the basic marketing concepts and the relationship between basic economic concepts and business management concepts. | 4 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Can synthesize the information obtained by using different sources within the framework of academic rules. | 3 |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Can relate the knowledge gained in the field of marketing with the knowledge in different fields. | |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can effectively present the information and comments obtained by using different sources within the framework of academic rules, verbally and in writing. | 3 |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Effectively uses terms and concepts in marketing terminology in written and oral presentations. | 4 |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Can make decisions to meet customer needs in a competitive environment. | 5 |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Historical Development of Marketing and Modern Marketing II | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 2 | Historical Development of Marketing and Modern Marketing | Reading related parts | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 3 | Principles of Marketing Management and Basic Concepts | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Product | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 5 | Types of Products and Basic Concepts | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 6 | Product, Needs and Consumer Behavior Relationship | Reading related parts | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 7 | Product Management Strategies and Product Management Decisions | Reading related parts | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 8 | Mid-Term Exam | Studying | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 9 | New Product Development Process and Management | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Product Life Cycle, Product Differentiation Decisions | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 11 | Product Mix Decisions | Reading related parts | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 12 | Basic Concepts of Brand | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 13 | Brand Development and Creating Brand Perception | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 14 | Brand Management and Brand Strategy | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 15 | Creating Brand, Positioning, Differentiation | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 16 | Term Exams | Studying | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Studying | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 3 | 42 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 114 | ||
| Total Workload / 25 (h) | 4,56 | ||
| ECTS | 5 ECTS | ||